Above the Fold

Above the fold: what should live there

“Above the fold” is the content a visitor sees before they scroll. It matters because it sets context, communicates value, and reduces uncertainty - especially on mobile where attention and screen space are limited. If visitors can’t quickly understand what you do and what to do next, they often bounce or hesitate.

Core elements to include

• Clear promise: a headline that says who it’s for and what outcome you deliver.
• Proof: reviews, client logos, stats, awards, or “as seen in” (only if genuine).
• Primary CTA: one dominant next step (book, enquire, start, get a quote) that works on mobile.
• Friction reducers: key constraints (pricing guidance, lead time, delivery area, availability).

Common mistakes

• Overly abstract copy (“innovative solutions”) with no specific outcome.
• CTAs that compete (multiple equal buttons) or disappear on mobile.
• Large images/videos that slow down the first paint and push the CTA below the fold.

“The fold” isn’t a single line - it changes by device and screen size. The practical goal is to make sure the first screen answers the big questions: What is this? Is it for me? Can I trust it? What do I do next?